Twist and Drink Success in China Offers In-depth Insights to FMCG Companies


Published on : Nov 16, 2018

Albany, New York, November 16, 2018: A new research study titled, “Success Case Study: Twist and Drink - Unique product features and social media marketing helped build brand visibility in China” has been added to the comprehensive repository of Market Research Hub (MRH). The study offers in-depth analysis on how Twist and Drink captured the imagination and attention of Chinese consumers.

According to the study, Twist and Drink, a notable Austrian brand identified the existing gaps in Chinese children’s beverage market. After understanding the status quo, the company made a foray into the Chinese market, relying heavily on social media marketing. Appealing to Chinese parents and kids alike meant effective utilization of social media portals, including WeChat and Weibo.

In addition to leveraging social media channels effectively, the brand also experimented with its packaging, using bright colors to distinguish itself from the competition. According to the study, Twist and Drink also promoted itself as a European brand, as many parents in China had lost trust in local brands.  

The success of Twist and Drink in China is an example of how the right balance between product innovation and effective marketing campaign can help in making a successful foray. According to the study, initially, the foray of the company into Chinese market was not that easy, and it had to dwell deep into the local taste and preferences.

Twist and Drink adopted a multi-pronged strategy to increase its footprint in China. The company appealed to conscious parents by promoting its European origin, whereas for parents who were unaware about the quality issues in local brands, the company launched an information dissemination campaign.       

The success of a children’s beverage company in China is an example that can studied by other European and American brands if they are thinking of making a foray into the Chinese market. The research study added to MRH offers in-depth analysis on the best strategies brands need to adopt to succeed in China.

Buyers can gain insights to a wealth of information, including the key steps taken by Twist and Drink to succeed in China. Leading companies can reduce the risk of failure by understanding why Twist and Drink succeeded, and why other children’s brands have failed. Readers can gain understanding on the fast-moving consumer goods industry through cutting-edge insights. The study can also offer readers information on the key trends in FMCG sector that can help them in formulate future strategies.

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